Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements
Although there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evalu...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2021-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123069068005 |
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| author | Estela Maria Hoffmann Maria José Barbosa de Souza Melanie Morrison Todd Morrison |
| author_facet | Estela Maria Hoffmann Maria José Barbosa de Souza Melanie Morrison Todd Morrison |
| author_sort | Estela Maria Hoffmann |
| collection | DOAJ |
| description | Although there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evaluations of homoaffective advertisements, brand, and purchase intentions. A survey with 456 university students from southern Brazil was carried out. The results demonstrate that women have more positive attitudes towards homoaffective advertisements, brands, and purchase intention. Religiosity also interferes with the attitude towards the ads and the attitude towards the brand. When analyzing religiosity and homonegativity by gender in attitudes towards the advertisement, brand, and purchase intention, it is observed that, for men, religion does not interfere in the attitude towards the brand and in the purchase intention. Limitations of the current study, and directions for future research are outlined. |
| format | Article |
| id | doaj-art-fcf01a16e5714a74804945644beca91b |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2021-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-fcf01a16e5714a74804945644beca91b2025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2021-01-0118443344910.15728/bbr.2021.18.4.5Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisementsEstela Maria HoffmannMaria José Barbosa de SouzaMelanie MorrisonTodd MorrisonAlthough there is societal pressure to accept diversity, negative attitudes towards minority groups such as gay men and lesbian women, especially in Brazil, remain widespread. The objective of this study was to examine whether gender, religiosity, and homonegative attitudes are associated with evaluations of homoaffective advertisements, brand, and purchase intentions. A survey with 456 university students from southern Brazil was carried out. The results demonstrate that women have more positive attitudes towards homoaffective advertisements, brands, and purchase intention. Religiosity also interferes with the attitude towards the ads and the attitude towards the brand. When analyzing religiosity and homonegativity by gender in attitudes towards the advertisement, brand, and purchase intention, it is observed that, for men, religion does not interfere in the attitude towards the brand and in the purchase intention. Limitations of the current study, and directions for future research are outlined.http://www.redalyc.org/articulo.oa?id=123069068005consumer behaviorhomoaffective advertisingconsumer attitudesreligiosityhomonegativity |
| spellingShingle | Estela Maria Hoffmann Maria José Barbosa de Souza Melanie Morrison Todd Morrison Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements BBR: Brazilian Business Review consumer behavior homoaffective advertising consumer attitudes religiosity homonegativity |
| title | Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
| title_full | Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
| title_fullStr | Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
| title_full_unstemmed | Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
| title_short | Beyond the rainbow: Attitudes of Brazilian consumers regarding homoaffective advertisements |
| title_sort | beyond the rainbow attitudes of brazilian consumers regarding homoaffective advertisements |
| topic | consumer behavior homoaffective advertising consumer attitudes religiosity homonegativity |
| url | http://www.redalyc.org/articulo.oa?id=123069068005 |
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